Category 5 alert: Irma’s lessons for the new age of natural disasters

From hurricanes to earthquakes to wildfires, the past year saw countless deadly disasters. The urgency surrounding these catastrophes provides powerful lessons in crisis communications—including those learned by Baptist Health South Florida, a network of 10 hospitals. As Hurricane Irma approached, the communications team rapidly mobilized all its platforms to inform its communities. The integrated response across social media, traditional media and internal channels was a huge undertaking, and it serves as a model for any team preparing for tomorrow’s threats today. Join for a behind-the-scenes look at this Category 5 crisis response.

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Dori Alvarez is communications director for Baptist Health South Florida, the region’s largest health care organization with 10 hospitals and 100+ outpatient locations, including urgent care centers and physician’s offices. She’s responsible for leading the organization’s external communications strategy, including media relations, social media and corporate communications, and is also responsible for executive leadership communication and crisis communications for the organization. She has 10+ years of experience in communications, with past positions as a communications manager for American Airlines and Macy’s. @BaptistHealthSF

Georgi Pipkin is media relations manager for Baptist Health South Florida, the region’s largest health care organization with 10 hospitals and 100+ outpatient locations, including urgent care centers and physicians’ offices. She’s responsible for leading the organization’s media relations efforts, including strategically pitching health care news stories, crisis management, media training and managing the organization’s Newsroom. She also serves as the liaison between local and national press and stakeholders’ groups, experts, legal communications, consumer affairs and external community partners. She has more than 10 years of experience in the communications industry, with past positions at Macy’s and the Ovarian Cancer National Alliance. @BaptistHealthSF

Valeska Valencia is social media manager for Baptist Health South Florida, the region’s largest health care organization with 10 hospitals and 100+ outpatient locations, including urgent care centers and physician’s offices. She’s responsible for managing more than 15 social media accounts for the system. She has more than 10 years of experience in consumer marketing, digital marketing, brand management, crisis management and reputation management. @BaptistHealthSF